Smart Daily Beast piece by New York ad gal Judith Grey rounding up the GOP presidential primary ads in Florida.

Representative excerpts:

Mitt Romney is enduring attack ads—accurate and otherwise –by the Gingrich campaign and the pro-Gingrich super PAC Winning Our Future; he is also the target of a six-figure radio offensive launched by Priorities USA, the super PAC supporting Obama, the Service Employees International Union, and a television spot produced by another liberal group AFSCME, the American Federation of State, County and Municipal Employees.

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Between the commercials produced by the Romney campaign and those aired by his super PAC, Romney—not necessarily by design—has evolved a three-pronged approach to winning the state and improving his chances in November. Prong one, aggrandize Mitt. Prong two, attack Newt. And three, attribute every woe this country has been feeling lately to Barack Obama.

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The anti-Newt ads, “Unreliable Leader” and “Undisciplined” are equally as powerful. Former Gingrich colleagues from the House of Representatives provide stone-faced testimonies about his precarious record while unflattering shots of the former speaker are intercut throughout. Simple yet convincing, these ads are sure to have an impact.

In contrast, the anti-Romney commercials being aired by the Gingrich campaign are far more complicated, gimmicky, and petty. And, as such, they are bound to be less potent.

Read the whole piece. It’s very good.